Ever noticed that if you flip the name of our quiet, mountain-nested Yabu-shi upside down, you get Shibuya?
We did. And while our lifestyles couldn’t be more different—one thrives on pristine silence and ancient traditions, the other on neon lights and the world’s busiest scramble—we’ve decided it’s time these polar opposites officially meet.
This weekend, we are bringing the soul of northern Hyogo to the streets of Tokyo for YABUSHIBUYA, a special market event designed to bridge the gap between the rural hidden gem and the urban giant.
The Concept: “Everything is the Exact Opposite”
- Yabu-shi: Slowness, Tradition, Mountains, and Sustainable Foods.
- Shibuya: Rush, Urban Culture, Skyscrapers, and Youth Trends.
Yabu City is home to 20,000 people and the highest peaks in Hyogo. Shibuya is a sprawling hub of millions and constant evolution. We’re trading the lush greenery for neon lights (just for the weekend!) to show Tokyo what they’ve been missing.
Yabu Marché: A Taste of the Countryside
We aren’t just coming for the photo op. We’re bringing the absolute best of the Tajima region to Shibuya L Street. From the legendary Tajima Beef (the ancestor of Kobe Beef, Matsuzaka Beef and Omi Beef) to organic soy sauce aged in cedar barrels, this is a rare chance to snag authentic rural luxury in the middle of the city.
| Vendor | What to Expect |
Daitoku Shoyu | 100% organic, additive-free soy sauce aged in traditional cedar barrels. |
Hirayama Gyuuho | Masterfully butchered Tajima Beef—the gold standard of Japanese Wagyu. |
hatch coffee | Hand-crafted sandwiches by a Minshuku entrepreneur and aromatic specialty brews. |
Kyoto Kissa Kotobuki | Savory snacks featuring bold Asakura Sansho and organic soy sauce. Crafted with wildlife-friendly ingredients to protect the local Oriental White Stork habitat. |
soya | A concept shop of “fermentation and organic foods,” offering carefully selected products from across Japan. |
| YABUSHIBUYA Shoten | A curated selection of Yabu’s finest “hidden gem” products. |
Meet Yappi!
Keep an eye out for Yappi, one of Yabu City’s official mascot. Modeled after the “Great Cherry Tree of Tarumi,” Yappi is a bit… whimsical. You might find them striking a pose near the booths or wandering through the Shibuya crowds.
Don’t be shy—Yappi loves a good selfie! (Tag us with @visit.yabu use our hashtag #VisitYabu)
Event Details
- Dates: Saturday, March 21 – Sunday, March 22, 2026
- Time: 10:00 AM – 5:00 PM
- Location: Shibuya Center-gai “Shibuya L Street”
- Address: 26-7 Udagawa-cho, Shibuya-ku, Tokyo
Whether you’re a Tokyo local or a traveler passing through the scramble, come experience the “opposite” side of Japan. We promise the fresh air of Yabu follows our products wherever they go!
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